1. Click on "Import and Export". Then on the tab "Export" click "Export".

2. You will receive an Excel file. All adjustments to ads/campaigns can be completed in this file.

3. Import the adjusted file.

Changes to existing analyses will not be visible until after the next data update.

Analysis of goal achievement

Campaigns are generally used to achieve a specific goal. Please keep in mind to evaluate campaign performance based on desired outcomes, not only clicks/visits/impressions.

Website goals

In Webtrekk the goal "Order" is predefined.

If you track orders (e.g. in the section "Webtrekk Analytics > E-Commerce > Individual orders"), those can be analyzed in a campaign context.

Alternatively, other goals can be defined as website goals (e.g. newsletter subscriptions, registrations).

The achievement of website goals can be analyzed across multiple visits.

In our example the booking of a Knigge seminar is tracked as an order.

Attribution

If a user uses multiple campaigns, the issue arises as to which campaign resulted in the achievement of a website goal. Webtrekk supports multiple attribution models.

Often the last tracked campaign should be viewed as the conversion transformer. In the marketing configuration this is set as the default.

You can also determine which campaigns should be taken into consideration for the attribution modelling.

If – as in the example – "Direct entry" has not been activated, this campaign will not be considered as the conversion transformer for the website goal.

If you use e-commerce key figures (in the example conversion rate, qty of orders, order value and avg. order value) in the campaign analysis, these will always be calculated using the default attribution.

Analysis: Individual analysis

Example: Bing was used as the last campaign prior to the order in 121 conversions.

Customer journey

Customer journey analyses show the sequence of campaign contacts prior to achieving a website goal.